FremantleMedia India Preps First Web Series

MUMBAI: FremantleMedia India is launching its first-ever web series with Confessions: It’s Complicated, slated to premiere on Facebook this April.

The scripted show follows three twentysomething women navigating life after college. Hailing from different parts of the country, they find themselves working and living together in Mumbai. The three leading characters will continue to tell their stories outside of the series on social media platforms where they will interact with the audience. The e-commerce site Myntra is sponsoring the show.

“We at FremantleMedia strive to develop new formats and explore innovative ways to integrate non-traditional platforms,” said Vidyuth Bhandary, business head at FremantleMedia India. “Confessions: It’s Complicated is a unique web series that integrates social media to offer a novel digital program for audiences that are looking for socially relevant, contemporary and fun entertainment.”

Ron Crasto, FremantleMedia India’s senior VP of branded entertainment and digital partnership, noted, “We are thrilled to have brought Facebook and Myntra together with our creatives at FremantleMedia India to bring this project to life. We want to be at the forefront of digital content production and storytelling. This innovative series will delight audiences and deliver great results for all stakeholders.”

Myntra’s CMO and head of international brands, Gunjan Soni, commented, “We see digital and storytelling as a powerful way to engage with young people. Confessions celebrates independent young women and hence is close to our beliefs. We hope the viewers will also enjoy the shoppable styles the protagonists will be wearing!’’

Manish Aggarwal, VP of marketing and head of monetization at Myntra, said, “A large part of our target audience are Millennials and they spend considerable amount of time on social media. With FremantleMedia and Confessions we found an interesting way to reach out to our audiences and connect with them through India’s first interactive web series. The banter, the camaraderie and series of emotions are very relevant to our core target audience, it will be interesting to see how the three young girls experiment with freedom and fashion and the choices they make to stay afloat in the maximum city.”

The series premieres April 4, with new episodes made available on Mondays, Wednesdays and Fridays. They will be exclusive to Facebook for the first four hours and will then roll out on YouTube.